CVS: Finding growth through favorables

Melissa Scarlino

CVS, a retail and healthcare company, commissioned a consumer study in the US, leveraging a technique called the 'constant sum' to continue the momentum of increased share gains, and increase retail sales.

Campaign details

Brand: CVS Brand owner: CVS Health Entrant company: UM, USAIdea creation: UM New York Market: United States Sector: Pharmacies & drugstores Media channels: Sales promotion Budget: 3 - 5 million

Executive summary

CVS sought to optimize support of their messaging by maximizing the effectiveness of media spend against their purchase-based media target. We hypothesized that audiences with affinity towards the brand would be the most responsive, regardless of historic purchasing patterns. If affinity-driven audiences proved to be more successful, CVS could expand...

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